The Effects of Consumer Personality on Fashion Consciousness and Prestige Sensitivity

This paper aims to examine the relationship between consumer personality traits, fashion consciousness, and prestige sensitivity in the context of Gen Y fashion market. Data was collected from 251 undergraduate students using self-administered questionnaires. Structural equation modeling was employed to test the relationship between the constructs. The study found that ‘extraversion’ personality trait is significantly associated with fashion consciousness whereas ‘openness to experience’ is significantly associated with prestige sensitivity. In addition, both ‘agreeableness’ and ‘conscientiousness’ traits are significantly associated with prestige sensitivity through the mediating role of fashion consciousness.


Riza Mulyanegara (2011) ,"The Effects of Consumer Personality on Fashion Consciousness and Prestige Sensitivity", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 336-339.


Riza Mulyanegara, Swinburne University, Australia


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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